Sharing resources, attracting and keeping physicians, and enhancing access to specialty and emergency services were the objectives. Understanding how the general public would respond to the medical staff members working in each of the hospitals was essential for effectively branding this partnership. We began quantitative and qualitative research to better understand the situation and determine how it would affect the affected employees. Using input from residents, patients, and healthcare providers, we developed a new brand identity. Based on a shared belief in teamwork, community, and the great outdoors, we created a new logo and brand positioning.